Relative effectiveness of print and digital advertising : a memory perspective
Vinod Venkatraman, Angelika Dimoka, Khoi Vo, and Paul A. Pavlou
| Year of publication: |
2021
|
|---|---|
| Authors: | Venkatraman, Vinod ; Dimoka, Angelika ; Vo, Khoi ; Pavlou, Paul A. |
| Published in: |
Journal of marketing research. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7193, ZDB-ID 2066604-4. - Vol. 58.2021, 5, p. 827-844
|
| Subject: | digital media | functional magnetic resonance imaging | memory recall | memory recognition | print media | Digitale Medien | Digital media | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/00222437211034438 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012662056